Upon completion of this course, students will be able to:
1. Describe wine distribution methods in differing wine markets.
2. Define the role of wine distribution and distribution trends and recognize and discuss the roles of wine brokers: managing distributor's sales versus direct selling to accounts.
3. Calculate projected pricing in markets; wine costs, freight, taxes, broker commissions, distributors and retail mark-ups, and sales tax.
4. Describe the cultural, regional end user and structural differences in the United States wine market.
5. Define the difference of the retail wine market versus restaurant sales and describe the "push" versus allocation method of wine marketing.
6. Describe successful methods of wine sales management, including classification of accounts, program preplanning, and management by objectives, sales incentives, and contests.
7. Describe the import and export of wines.
1. Introduction to wine distribution in the United States
a. History and economic importance of the wine industry
b. The development of wine sales and distribution methods and techniques
c. Social, economic, and regional trends in wine distribution
d. Regulatory effects on wine sales and distribution
2. Wine distributors and brokers
a. The economic role of distributors and brokers
b. Trends in the use of distributors and brokers
c. Managing distributor sales versus direct account sales
3. Wine marketing pricing - costs and profits
a. Product costs - including product and packaging
b. Distribution and shipping costs - including freight, warehousing, taxes, broker commissions and distributor mark-ups.
c. Retail/restaurant costs - including mark-up or margin and taxes applicable to account type
d. Projected final price to consumer - based on all the cost components in the distribution system
4. Wine market differences in the United States
a. Trend to quality wine and type (domestic versus import) varies by market
b. Regional and geographic variation in wine consumption
c. Social, economic, and cultural differences affecting wine sales
d. Distributing to open states versus control states
5. Retail versus restaurant sales
a. Methods for classifying, targeting, selling and merchandising retail accounts
b. Methods of targeting, selling, and training and motivating restaurant accounts to sell wines
c. Appropriate methods of merchandising wine - inventory "push" sales approach versus the allocation method of marketing
6. Successful wine sales management tools and techniques
a. Target account lists
b. Goal setting by territory
c. Sales motivational incentives
d. Wine sales contests and wine trips
7. Import and export of wines
The Wine Bible, by Karen MacNeil, Workman Publishing, 2001 (Classic)
Instructor prepared materials